Export Channel Selection and Export Performance: Resource-Based and Institutional Perspectives

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  2. Dr Xinming He
Author(s)He X; Brouthers KD; Filatotchev I
Editor(s)
Publication type Conference Proceedings (inc. Abstract)
Conference NameAnnual Conference of China Marketing Science
Conference LocationSun Yat-sen University, Guangzhou, China
Year of Conference2011
Legacy Date19-22 August 2011
Volume
Pages
Sponsor(s)Journal of Marketing Science Editorial Board, Sun Yat-sen Business School, Faculty of Business, Lingnan University, Hong Kong, Faculty of Business Administration, University of Macau, Macau, and Nanyang Technological University, Singapore
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Exporting is a critically important strategy for firms to grow, yet research in this area has tended to ignore how firms can leverage resource-based capabilities to improve export performance. Building on the resource-based view and institutional theory we develop a novel perspective to explain how a firm can improve export performance by aligning its export channel with its level of market orientation capabilities, contingent on the institutional distance between home and export market. Using a unique database of Chinese exporters we find that exporters with strong market orientation capabilities prefer hierarchical export channels while those with weak market orientation capabilities prefer hybrid channels. Our analysis also indicates that the institutional distance between China and the export market moderates this relation. Moreover, we find that aligning export channel choice with firm level market orientation capabilities and institutional distance yields better export performance.